Google AdWords: Learning Center

Objective: To walk through the basic set of editorial standards and learn how to create ad text that complies. For a comprehensive explanation of all our ad policies, please review the AdWords Editorial Guidelines.

Spelling: Appropriate spelling greatly contributes to the clarity and credibility of your ads. For this reason, the words in your ad must be spelled correctly. The only exceptions to this, are commonly misspelled words or spelling variations. If you can find the word in an online dictionary, it's generally acceptable. The majority of users should recognize and know what the misspelled word means.

Spacing: You should have appropriate spacing between each word and after punctuation. For example, 'C-h-e-a-p C-l-o-t-h-e-s' would not be allowed. Similarly, 'Free Shipping.Buy Now' would also not be allowed.

Punctuation: Punctuation cannot be used to attract a user's attention. It cannot be unnecessary or repeated two or more times in a row. There are specific rules governing the use of the exclamation point in your ad. The first line of ad text can never contain an exclamation point, and an ad can contain only one exclamation point in total.

Grammar: Ads must comply with basic grammar guidelines. Ad text must use logical sentence or phrase form. In addition, symbols, numbers, or letters must adhere to their true meaning; you may not use them in place of words. For example, 'We have a huge selection 4 U online!' is violating the grammar policy because '4 U' is replacing words.

Capitalization: A word cannot appear in all capital letters to draw attention to that word or phrase. For example, 'FREE' or 'NEW' would not be allowed. However, capitalizing the first letter in each word of your ad is allowed.

Repetition: Repetition should not be used in a gimmicky manner or for the sake of promotion. Specifically, the same word cannot be repeated three or more times in a row. For example, an ad with the title 'Deals, Deals, Deals Here' would not be allowed. The ad title should be replaced with 'Amazing Deals Here' to comply with this policy requirement.

Inappropriate Language: Ads, including the display URL, cannot contain language that may be considered inappropriate or offensive to some users. This also applies to misspellings, self-censored, or other variations of inappropriate language.

Unacceptable Phrases: Certain 'call-to-action' phrases cannot appear in the ad text if they are not descriptive of the product, service, or website. For example, phrases like 'click here' and 'visit us' are general phrases that would not be allowed. An example of a good 'call-to-action' phrase would be 'Order Your Online Contacts Today' because it is representative of the product and the site content.

Superlative Claims: Superlatives are words that emphasize superiority. In the interest of making sure users feel they are being treated in an honest, credible manner your ad text cannot contain comparative or subjective phrases such as 'Best,' '#1, 'Lowest', unless verified by a third party, This verification must be clearly displayed on your website.

For example, if an ad claims to be the 'Best of the Web', the site must display third party verification of the claim. A Forbes Magazine seal indicating this site received a best of the web award would be acceptable, and the ad would be approved.

Competitive Claims: Competitive claims are claims that imply that your product/service is better than a competitor's. Competitive claims in your ad text must specifically be supported on your landing page. This establishes trust with your user and ensures that the user is finding exactly what they expect to find based on your ad text.

You can offer support for your claim in a variety of ways such as a chart or table that compares the features of your product versus your competitor's product or a competitive analysis discussing why your product is superior.

For example, ad text that states 'better than SmartFilter' would be considered a competitive claim and would require support on the website. If the landing page includes a competitive analysis of the advertiser and SmartFilter, this claim would be acceptable and the ad would be approved.

Prices: Specific prices appearing in your ad text must be supported within 1-2 clicks of your landing page. Prices in your ad text must be accurate. Prices can also apply to bulk purchases.

Discount Offers: Any specific discount offer displayed in ad text must be supported within 1-2 clicks of your landing page. Examples of specific discounts which must be supported include, '50% off all items', 'Save $20 on first purchase', and similar phrases. Free offers are very appealing to users and therefore, must be supported within 1-2 clicks of your landing page as well. However, it is acceptable if the user can infer that the product is indeed free, even if the word free does not appear along with that product or service.